I’ve talked a lot recently about my journey to Substack and my deep craving for a more authentic, human-centered relationship with how I show up online. It’s about writing and connecting for the love of it, not just to please an algorithm.
Which naturally led me to revisit a crucial element for any business, your brand.
But what is that really? Is it just your logo, your color palette, or the design of your website?
Does it only matter for big companies — like Nike, Apple, or Airbnb?
Or is it key to growing your business, no matter its size.
The Race to the Algorithmic Bottom
The sheer number of AI tools bombarding us can feel overwhelming. It seems everywhere you turn, the voices shout:
- “Have you checked out this new AI tool?”
- “If you don’t incorporate AI right now, you will be left behind!”
And what’s the end result if everyone jumps on the same bandwagon, using the same tools in the same way? You risk sounding just like everyone else.
The AI race, if not approached thoughtfully, can quickly become a race to the bottom, where genuine distinction is lost in a sea of sameness.
What if standing out, truly connecting, is less about the tools you use and more about the humanity you bring to what you create?
What Enduring Brands Know
Think about some taglines from companies that have built iconic brands:
- Think Different (Apple)
- Just Do It (Nike)
- Belong Anywhere (Airbnb)
None of these slogans lean into the technology of the moment or a list of features. Instead, they tap directly into human emotions and aspirations. They evoke something within us.
- Think Different: Not about technology but an invitation to embrace creativity, to see beyond the traditional lines. It calls to the innovator in all of us, reminding us that the tools themselves don’t limit our potential — our vision does.
- Just Do It: Urges us to overcome inertia. To be empowered by taking that first step. By doing rather than just pondering.
- Belong Anywhere: Taps into a fundamental human need. We don’t just need a place to stay; we want to feel the comfort of home, and connection, wherever we are.
See how these messages create a feeling?
I’m sure these companies are using AI now, but AI is a tool for them, not the essence of who they are. Their strong brand identity allows them to navigate the ebb and flow of technological trends without losing their core.
A Strong Brand is Your Human Superpower
But what is it exactly?
A brand is the perception someone holds in their mind about your business. It’s shaped by everything you do, not just one thing. It’s the gut feeling people have when they stumble across your website, read your online content, or engage with your product or service.
Consider something you recently bought because you felt you just had to have it. Why did you feel that way? It wasn’t because you saw another ad for it, or the list of 20 features on the website “got you.”
It’s because they connected with you on a human level.
Let me clarify, this isn’t a magic pill to fixing all your business problems. This is for those who want to play the long game, who know a strong, human-centric brand is the antidote to tactics.
Your brand is the through-line — your story, your tone, your visual consistency. It’s what makes you, you.
When everything is automated, the most human thing wins.
I believe this is the most important lever you can pull right now.
So, how do you start to identify that core emotional connection for your brand?
Here’s a simple, yet powerful, exercise you can do today:
1. Reflect on Your Emotional Impact: Think about the people you serve or want to serve. How do you want them to feel at the deepest level when they engage with your product or service? Go beyond the practical outcome. Do you want them to feel confident, safe, joyful, empowered?
2. Identify One Core Emotion: Now try to distill it down to one primary emotion. Apple empowers you to “Think Different.” Nike reminds you that you can just do it! Airbnb wants you to feel at home anywhere.
3. Anchor to That Feeling: Write this core emotion down and let it guide your messaging, your content, and how you present your brand. Ask yourself: Does this piece of content, this image, this interaction align with and evoke [Your Core Emotion]?
When you root your brand in a single emotion, you build a strong foundation that not only weathers technological shifts but also deepens genuine, lasting human connections.
So anchor into what truly matters, not passing fads.
And, as always, trust the process,
Yael
